One Of The Greatest Challenges Companies Face

By Linking With Friends And Ultimately Strangers And Building Those Relationships, Social Media Is Reweaving The Social Fabric That Can Then Be Used To Scale Your Non-profit Efforts.

There's An Adage That Is An Apt Description Of The New Dynamic At Work Between Brands And Consumers Connected Through Social Media: People Support What They Help To Build. But Now That Many Brands Are Launching Community-driven Cause Marketing Campaigns, The Challenge Becomes What To Do Next?

The Question Remains: Which Brands Will Commit To Creating A Private Sector Pillar Of Social Change, And Which Will Become Casualties Of Their Own Outdated Thinking?

Like All Technology, Social Media Is Neutral But Is Best Put To Work In The Service Of Building A Better World.

If A Brand Genuinely Wants To Make A Social Contribution, It Should Start With Who They Are, Not What They Do. For Only When A Brand Has Defined Itself And Its Core Values Can It Identify Causes Or Social Responsibility Initiatives That Are In Alignment With Its Authentic Brand Story.